Stop Boosting Posts: Our Ad Creative Formula for Graphics, Captions, and Video Scripts

Stop boosting posts. It’s time to run strategic ads that actually convert. You don’t need a huge ad budget to scale, and a lot of people boost because they think a few dollars here and there is the low-risk option. Ultimately, it’s wasted money, and the fix starts with your ad creative.

In this episode of Bringing Simplicity Unfiltered, Judy and Greta share everything that goes into our ad creative formula: how many creatives to make, what kind, and what to say, so you can create ads that make people stop and click.

Ad Creative Graphics: What to Include

Graphics don’t need to be fancy. Keep them simple:

• Bold copy in big text that speaks directly to your audience’s pain points and leads into your caption. Make it stand out in your brand colors.
• Real images of you instead of stock photos. If everyone is using the same stock image, people notice. You can take a high-quality photo on your phone in seconds, and people resonate with real people. It builds trust.
• Clarity on exactly what you do.

Split Test, But Don’t Overdo Variations

Take the message that’s already working in your organic content (the one that speaks to your audience’s pain point) and put it on your ad creative. Then A/B test that bold copy with a couple of different images. Don’t make too many variations. The data will tell you which one converts.

Why SEO Matters in Your Ads Now

Use SEO-rich wording on your graphic’s bold text and carry it into your caption. Broad audience targeting is what’s currently working in ads, and it relies on your SEO. On top of that, SEO now extends well beyond your website, because of AI and the way content is categorized. The more SEO you build into everything you put out, the better.

Our Caption Formula for Cold Audiences

• A solid hook that stops the scroll and makes people think “huh” or want to read more (another great thing to A/B test)
• The transformation: the key elements of what you offer and what they can expect from you
• A direct invitation: book a call, sign up for your live event, or grab the free guide

Remember, you’re talking to a cold audience, so be clear, direct, and to the point, and use SEO terms so they know you’re talking to them.

Write for Your Audience, Not for Clicks

Some of our clients get the best results with short, punchy captions. Others run ads with captions that are basically mini novels, because their organic content shows that’s what their ideal client responds to. Know what inspires your audience to take action.

A Simple Video Ad Script Formula

Your ad script isn’t much different from your caption. It’s a verbal version of the same message. Why say it again? Because people take in information differently. Some need to see it and some need to hear it, so your caption and script should speak the same language.

When we test video ads, we usually test two to three at a time with some variety, maybe one at a minute and a half and one at 30 seconds. Here’s the structure:

• Hook (first three seconds): call out your avatar and a pain point. For us, something like, “Are you a coach who’s tired of relying on organic to get leads?”
• Solution: what’s in it for them, like a short video or tool that shows them exactly what to do
• Direct instruction: tell them exactly what to do: download now, click learn more, register
• Proof: your own results or client testimonials, if you have them
• CTA: it doesn’t always have to be at the end. In a longer video, it can appear in the middle too. Test it.

Keep it simple and don’t reinvent anything.

How Much Ad Creative Should You Make?

Here’s the full formula:

• What kind: bold text graphics, graphics with images of you, and videos
• What to say: everything we covered above, and above all, make it SEO rich
• How many: about eight graphic images and two to four videos

Those videos don’t need four completely different scripts. You can reuse much of the same content and just test different hooks, different ways to say your CTA, or different CTA placement.

Once your ads are live, the next step is tracking what’s working: your benchmark KPIs and knowing when to pivot or run another A/B test.

Related Episodes

• Are Your Ads Lying to You? How to Read Your Ad Data (CPC, CPL, and Cost Per Sale)
• Should You Run Ads Before Your Offer Has Sold? (And Why Boosting Posts Isn’t the Answer)
• How to Get Clients With Just $5 a Day in Ad Spend

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Frequently Asked Questions

Why shouldn’t I boost Instagram posts?

Boosting gives you limited control and data, so it tends to waste money. Strategic ads built in Ads Manager, with tested creatives and targeting, perform far better.

What should I put on a Facebook ad graphic?

Big, bold text that speaks to your audience’s pain point (using SEO-rich wording), a real photo of you rather than stock imagery, and clarity on what you offer.

How do I write an ad caption for a cold audience?

Start with a scroll-stopping hook, describe the transformation and what they can expect, and end with a direct invitation. Be clear, direct, and use the words your audience searches for.

How many ad creatives should I test?

We typically aim for about eight graphic images and two to four videos, testing different hooks and CTAs rather than writing entirely new scripts each time.

Want Ads That Actually Convert?

If you’re ready to stop boosting and start running strategic ads, see our ads services or reach out to us.

Want more? Watch every episode of Bringing Simplicity Unfiltered on our YouTube channel.